The Opportunity 

Seeking admissions for the first cohort of 60 students for the PG Program in Startup Leadership.

Seeking digital registrations for the first cohort with no past placement records, no degree or institutional legacy.

Creating brand awareness and top of the mind recall amongst the audience cohorts.

Communicating right message across the right target group.

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The Challenge  

Mesa School embarked on its journey with a bold vision but faced a unique set of challenges. They aimed to recruit their first cohort of 60 students for this groundbreaking program, all without the benefit of past placement records, degrees from prestigious institutions, or established brand recognition. Their challenge was twofold: creating brand awareness and securing top-of-mind recall among their target audience while communicating the right message to the right people.

Solution

Innovative Approaches Enhancing Effectiveness / ROI Creative/Impact on Audience & other details:

Using business entrance exam databases lookalikes on Meta platforms & LinkedIn.

Interest-based targeting with an age range of 24 – 35.

Excluding the fields of studies and educational level related to MBA & other business degrees.

Brand keywords to be targeted with brand and offering specific copies.

Uploading entrance exam databases to Performance Max Campaigns and restricting it to a specific age range to increase discovery across the larger audience and to get good volume & relevant leads.

YouTube marketing on competitor’s website traffic & Educational YouTube channels to increase brand visibility for in-market and custom affinity audiences.

A/B Testing on creatives with videos, statics & carousel with different messaging.

A/B testing different audience segments on Meta and scaling up the best-performing cohorts.

Created separate campaigns for tier 1 & tier 2 cities to understand from which regions we are getting potential leads.

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The outcome

Mesa School’s performance campaigns generated a staggering 10,615 leads, all at an impressive overall CPL of INR 1,729.

Simultaneously, their branding efforts reached a whopping 8.2 million users, amassing 10.2 million impressions and 7.8 lakh views, all while maintaining a CPV of INR 1.

Successfully closed the first cohort with 63 admissions with no past placement records, no degree or institutional legacy.

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